PROTECTIVE SPORTS EYEWEAR

KEEPING ATHLETES SAFE

Are you helping your active patients protect their vision? A look at why protective sports eyewear is the one category you need to add into your mix. PLUS: Four get-started strategies

BY ERINN MORGAN

Liberty Sport style All-Pro

A sports-related eye injury is treated in an U.S. emergency room every 13 minutes, according to the National Eye Institute (NEI).

It’s no wonder—more people are participating in sports than ever before. There are 210 million people of all ages partaking in active endeavors, according to a 2014 report from the Physical Activity Council. And more than 21 million children ages six to 17 play team sports today, according to ESPN.

“As more and more consumers participate and specialize in their active/outdoor sports interests, protective eyewear is definitely a growing market,” says Bobby Dean, senior product manager at APEX by Sunglass Hut, a sports-focused 21-store sunwear chain. “However, there is still a large majority of active enthusiasts that are participating in their sport(s) with sunglasses that do not provide adequate protection and performance.”

A SIGHT-SAVING SOLUTION

Most concerning is that many children step up to the plate or set foot on the playing field wearing their regular, everyday eyeglasses. But when kids and adults receive properly fitted eye protection, it can reduce the incidence of eye injuries by at least 90%, according to the NEI. That’s why some eyecare professionals are making it their mission to help outfit kids and adults with the protective sports eyewear they need to maintain healthy vision.

“We found that a lot of kids participating in sports who needed vision correction were too young for contact lenses and were wearing their everyday eyeglasses, which in some cases were unsafe,” says Todd Baker, executive director of the Ohio Ophthalmological Society and its Save Our Sight program, a non-profit sports eye safety program that, via a partnership with Liberty Sport, provides prescription protective sports eyewear to low-income kids in the state.

Protective sports eyewear presentations can be tough, especially when cash-strapped parents are considering that second pair for their kids.

“Because of the price and the fact that it’s a second pair, it’s a hard sell,” says Bradley Rounds, O.D., of Wasatch Vision Center, who serves weekend warriors and Olympians alike in his sports vision-oriented practice. “But we need to focus on this so kids aren’t using their street glasses when they’re running down the soccer field.”

Here are four easy strategies to kick off a prosperous program.

1. GET IN THE GAME

How much protective sports eyewear should you carry? “To do it right you have to really focus—it’s usually not just a simple thing,” says Marty Shattuck, owner of All Sports Eyewear in Park City, UT.

SPORTS WITH THE HIGHEST RATES OF EYE INJURIES

Baseball + Softball

Ice Hockey

Racquet Sports

Basketball

Fencing

Lacrosse

Paintball

Boxing

Source: National Eye Institute

At APEX by Sunglass Hut, that number rings in at about 20% of all sports performance sunwear. “About 80% of our sunglass assortment also features impact-resistant lens materials—they’re not designed for a specific sport but are definitely designed for the active lifestyle,” explains Dean.

At Wasatch Vision Center, Dr. Rounds has a 12-piece display of kid’s protective sports eyewear that, he notes, also attracts a lot of adults. “They try them on, too,” he says. “I think protective sports eyewear for adults is a growing niche that hasn’t really been hit upon yet. They are starting to think ‘Maybe I should be wearing these for my weekend ball games.’”

No matter who the target customer is, ECPs will benefit from supporting this category with a noticeable amount of product.

ON THE COURT:
Q+A WITH NBA ALL-STAR TONY PARKER

Tony Parker, currently playing on the San Antonio Spurs and captain of the French National team, has had a rich basketball career that has taken him around the world. We check in with this high-profile Olympian and professional player—a Bollé athlete who has four NBA championship titles and five All-Star game appearances to his name—for his very personal experiences and opinions on eye protection for sports.

EYECARE BUSINESS MAGAZINE: WHY IS EYE PROTECTION SO CRITICAL IN SPORTS TODAY?

TONY PARKER: It’s not so much that eye protection is more critical than it was in the past; it’s that we’ve become more aware of the benefits of protective gear. In addition, huge advancements in technologies—and this is particularly true of eyewear—makes today’s protective equipment a lot lighter, more comfortable, and more effective than ever before.

EB: IS EYE PROTECTION EVEN MORE CRITICAL FOR KIDS?

TONY PARKER: Yes, because younger athletes are still developing physically and that puts them at greater risk for injury.

EB: HAVE YOU EVER HAD A SPORTS-RELATED EYE INJURY?

TONY PARKER: A few years back, I sustained corneal laceration that did threaten my ability to play in international competition. Fortunately, Bollé provided me with eyewear that allowed me to play without the fear of additional damage to my healing eye.

EB: WHICH EYEWEAR PRODUCTS AND LENSES WORK THE BEST FOR YOUR NEEDS?

TONY PARKER: To be effective, a basketball player needs to see everything that’s happening everywhere on the court. That’s even truer for the position I play—point guard. When protective eyewear is required, I choose Bollé because I know I’ll be getting the latest in anti-fog technology and the best possible optical clarity.

EB: FAVORITE THING ABOUT PLAYING BASKETBALL?

TONY PARKER: The knowledge that, even though I’ve been playing a very long time, I can still improve. Basketball is a very complex sport and every minute on the court helps me understand the intricacies of the game.

EB: BEST ADVICE FOR YOUNG, ASPIRING ATHLETES?

TONY PARKER: Have fun. Becoming good at something—anything—requires lots and lots of practice. It’s a whole lot easier to put in the time necessary to be good when you’re enjoying yourself.

2. TAKE STOCK

What is the best way to display this eyewear category? “We merchandise our sunglasses by application,” says APEX’s Dean. “We also utilize in-store P.O.P. graphics to call out the fact that we have youth/smaller fit sport options within the Sport Performance section.”

WHAT ARE SAFETY STANDARDS?

Protective sports eyewear is specifically designed to meet or exceed appropriate safety standards. All eyewear in this niche must meet U.S. impact protection standards. Two other important U.S. safety standards to look for when buying protective sports eyewear include:

ASTM F803: The American Society for Testing and Materials (ASTM) publishes protective eyewear standards for various sports. F803 is the strictest standard for protective eyewear.

ANSI Z87.1: The American National Standards Institute (ANSI) publishes standards for protective eyewear designed for occupational safety. Lenses and frames marked with Z87.1 are approved by the Occupational Safety and Health Administration (OSHA) for use in environments where eye protection is required.

At Bay Hill Eyecare in Orlando, FL, vice president of retail operations Michele Coughlin employs a five-piece display but stocks 20 additional pieces to have on hand if needed. “We also put signage in the exam room so they start thinking about it in there,” says Coughlin.

Wasatch Vision Center also uses signage to drive home the need for protection. “We have a neat little photo in a prominent spot in our dispensary of what looks like a Brigham Young University basketball player about to unintentionally gouge another player’s unprotected eyes,” says Dr. Rounds. “It ran in Sports Illustrated and The Salt Lake Tribune and it stops everybody in their tracks in our office. Every time I do a school screening I bring it with me—it makes the selling process much easier.”

IN THE SADDLE:
Q+A WITH OLYMPIC TRIATHLETE ANDY POTTS

Catching up with the fast-paced, world-class athlete, Andy Potts—an Ironman 70.3 World Champion and Olympic triathlete—on why eye protection is so critical in sports today.

EYECARE BUSINESS MAGAZINE: HOW DO YOU PROTECT YOUR EYES WITH SUNWEAR PRODUCTS DURING YOUR TRAINING AND RACING?

ANDY POTTS: Protecting my eyes is something that I don’t think about a lot but is extremely important. I wear glasses whenever I ride or run no matter the lighting. I’ve got different lenses for every possible condition. The key is to find a pair that fit your face and offer a wide area of vision. I know I’ve found the right glasses when they don’t bounce or slide off my nose no matter how fast I’m going.

EB: WHICH EYEWEAR PRODUCTS AND LENSES WORK THE BEST FOR YOUR NEEDS?

ANDY POTTS: I rely on my Rudy Projects to keep my eyes dry and clear so that I can focus on going fast. Because of their venting, I never have to deal with fogging. However, the nicest thing is that my glasses are so light and unobtrusive that I don’t know they are on unless I just ran through a swarm of gnats or if a pebble hits my face. Also, I wear Rudy’s ImpactX lenses so if I were to crash on my bike, I know that I won’t be injured from what I’m wearing.

EB: WHY IS EYE PROTECTION SO CRITICAL IN TRIATHLON TODAY?

ANDY POTTS: As athletes we are constantly pushing the limits of our potential and we are only getting faster. I’ve reached speeds above 50 miles an hour while racing and training. The faster we go the more protection we need.

EB: HAVE YOU EVER HAD A SPORTS-RELATED EYE INJURY OR A NEAR MISS?

ANDY POTTS: It’s funny but you don’t think about your vision until it is impaired or threatened. I’ve had rocks kicked back up at me, ridden through swarms of insects, had tree branches swing back towards my face, not to mention just everything that Mother Nature can throw your way.

EB: WHICH RACE ARE YOU MOST LOOKING FORWARD TO THIS YEAR, AND WHY?

ANDY POTTS: I’m look forward to every race on my calendar because it is there for a reason, but I’m really looking forward to the Ironman World Championships in Hawaii this year. I’ve learned a lot through my races on the Big Island and I’d like to have an awesome race there this year.

3. PRESENT PROTECTION

How can you successfully position and present this product category to your active patients? Dr. Rounds and the staff ask patients about their lifestyle and hobbies. “One of main things is to figure out what they are doing daily,” he says. “Are they playing sports, fishing, or skiing?”

If patients do have a sports-oriented or active lifestyle, they’ll be presented with protective sports eyewear at Wasatch Vision Center “We gear it to each person—if they’re a cyclist, we have them bring in their helmet for proper fitting,” explains Dr. Rounds.

APEX takes a similar tack with a staff that is trained on the specific sports applications for the eyewear that they carry. With a sports-honed focus, APEX also features an in-store EC2 Explorer Chamber, which simulates glare and wind speeds up to 35 mph for those who really want to try before they buy.

4. MARKET CLEVER

How can you market your sports products to the local community? APEX’s Dean suggests having a presence at local sporting events. “Involvement in local community events has been very successful in reaching the active customer,” he says. “(Our) involvement as a sponsor or vendor in local events not only reaches the active customer, but also reflects APEX’s passion and support for outdoor sports.”

Some examples of APEX’s local involvement include: BolderBoulder 10K in Boulder, CO, Without Limits Productions Race Organization in Colorado, and Race El Paso Race Organization in El Paso, TX.

Wiley X Youth Force Eyewear

Bollé style Swag, top, and below: Leader style Legend in an exploded view, from Hilco